We’re building the foundation for your success in AI.
Gist AI, built by ProRata, is an AI visibility and generative engine optimization platform. We are a team of highly skilled and passionate problem-solvers leading the future of how the world interacts with generative AI. Our commitment to a fair and transparent information ecosystem is borne through years of tireless research and risk-taking innovation, all with a singular goal: to help brands and businesses thrive in tomorrow’s digital landscape.
Contact us
Meet Bill Gross
CEO of ProRata & Gist
A lifelong serial and parallel entrepreneur, Bill has started more than 150 companies with more than 50 successful IPOs and acquisitions. He started the first and longest-running technology incubator in the world – Idealab – in 1996 in Pasadena, California, near his alma mater, Caltech, where he graduated with a degree in Engineering and Applied Science. In addition to serving as Idealab’s board chairman and the CEO of ProRata & Gist, Bill is also a member of the Board of Trustees of the California Institute of Technology and of the ArtCenter College of Design.
Bill has been on the forefront of disruptive innovation his entire life and his mission is to challenge the status quo, to be bold, and to solve big challenges in the world that others would not. As a visionary who sees the future, he relishes sharing that with the world and helping entrepreneurs globally with his lessons learned from a lifetime of business creation.
Gist solutions
Powered by ProRata
Founded in 2024, ProRata designed the Gist suite of brand visibility solutions to help our partners stand out in the world of generative AI. Our products include custom AI search and engagement offerings enabling heightened consumer understanding, contextual relevance and value exchange within a transformed advertising marketplace. We also provide approachable access to the growing world of brand experience and amplification in AI, including data-powered insights, organic performance through GEO, query results and complementary paid media. Solutions tailored to specialized marketer content are enhanced by ProRata’s extensive creator and publisher content network.
What we stand for.
Empowerment
We’re dedicated to helping clients win back what’s slipping away due to AI disruption.
Transparency
We cultivate clear results, fair results, and tangible ROI.
Bold Innovation
We push the industry forward to ensure they react.
Meet the team.
We bring decades of seasoned experience from tech to media and beyond to shape what’s next in generative AI.
Marcia Goodstein
COO
Erik Horacek
CFO
Michele Tobin
CRO
Peter Sloterdyk
CMO
Marketers are already winning with Gist.
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It’s one of the few platforms where you can see the connection between visibility, engagement, and actual business outcome.
Scott Bishoff
Black Bear Pictures
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We’ve explored a lot of platforms in this space and what I appreciate most about Gist GEO is how thorough the findings are coupled with clear recommendations, guidance on how to implement them, and then being able to measure whether those things actually worked. That’s what marketers are really going to gravitate toward.
Dave Albert
EVP Product, Cro Metrics
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Gist turned AI from a black box into a measurable, actionable channel for our team. We’re obsessed!
Robin Lieberman
President, MFSupply
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For a marketer building a brand new site, this is gold!
Schuyler Blackman
VP Marketing, PLEZi Nutrition
Our products
